Classic case analysis of marketing promotion

Through case analysis, we can increase information, correct prior probability, improve the decision-maker's grasp of future possibility and reduce decision-making risk. Then the following is the relevant information about the classic case analysis of marketing promotion that I have compiled for your reference.

A Classic Case of Marketing Promotion —— The Secret of Leading the World in the New Era

Drucker said that enterprises have and only have two basic functions, namely marketing and innovation, which is also the secret of Xinri's leading the world for many years. Everyone knows the simple truth, but not everyone can do it. Let's take a look at how New Day does these two functions.

Open process and mentality,

Innovation cannot be built behind closed doors.

Is it German? Industry 4.0? American? Re-industrialization? , or China put forward? Made in China 2025? Its guiding ideology is the same, which is from? Manufacturing? Where to? Zhizao? Industrial upgrading.

As a front-line enterprise in manufacturing industry, Nippon has already grasped this wave of change. In 20 13, Xinri took the lead in developing the industry's first intelligent electric vehicle. Subsequently, the new day was out of control and made a breakthrough in the intelligentization of electric vehicles. In 20 14, Xinri established the industry's first intelligent ecological supply chain system, and at the same time promoted the development of intelligent electric vehicles. Smart 3.0? Stage. In 20 15, the new generation of intelligent electric vehicle Miku independently developed by Nippon Steel once again subverted people's understanding of intelligent electric vehicles, and used as many as 20 world-class intelligent technologies such as one-button detection, electric quantity actuarial, remote vehicle control and emergency rescue, and won one of the highest awards in the field of industrial design in China? Grand prize.

Everyone knows that innovation is the only way for enterprises to establish competitive differentiation and comparative advantage, but how to innovate? Where is the direction of product innovation? For this problem, at present, more and more China manufacturing enterprises feel lost. We have seen too many such cases, such as Li Ning, Metersbonwe, Bang Wei, Bang Wei and Wahaha. In order to meet the needs of consumers in new markets, they abandoned their original positioning and constantly introduced new products, but the result was? Hot face and cold ass? Consumers simply don't buy it. What's the problem?

What is their biggest problem? Talking to yourself, behind closed doors? Mentality is not open enough. In contrast, the practice of Xinri is worth learning. Sunra's openness in product research and development is manifested in three aspects:

1. Carry out extensive cooperation with universities and research institutions at home and abroad in Industry-University-Research. For example, we cooperate with MIT, Carver College in Amsterdam, the Netherlands, top R&D institutions and enterprises in Israel and Japan, and directly introduce outstanding talents from abroad. For example, Takada, a senior engineering expert who worked in Yamaha, Japan, was introduced from Japan? Foreign aid? One.

2. Not limited to general technical research, enter the field of basic research. For example, the flux-switched motor developed jointly with the team led by Jim, an academician of the American Academy of Engineering at Massachusetts Institute of Technology (MIT), integrates the latest technology, and once put into production, it will probably bring a revolution in electric vehicle motors.

3. Open the whole process of R&D and production to the target users, and let them directly participate. Everyone knows that Xiaomi's success comes from? Sense of participation? There are very few enterprises that can really do it, and there are even fewer manufacturing enterprises. The acquisition mentioned above? Taihu prize? Miku, the grand prize of the new day, was won by a group of Jiangnan University? After 90? Designed by students. It is understood that in order to encourage more? After 90? Joining the ranks of innovation, Xinri has established an open electric vehicle design platform. Every year, more than 100 college students have in-depth exchanges and integration with R&D personnel and industrial designers on New Day, and dozens of new products are designed every year.

Innovation is based on fully understanding the needs of users, and the best way to fully understand the needs of users is to let users participate in it personally.

Marketing entertainment,

Close the distance with users.

In addition to product innovation, Nippon Steel's bold breakthrough in marketing is also eye-catching. At the 13th China Marketing Festival on 20 15 12 17, a new day, Miku? Cai Jing? Series products have been captured in one fell swoop? Best product marketing innovation award of the year? The reason given by the conference is: SUNRA brand new Miku? Cai Jing? The series products broke the inherent impression of traditional electric vehicle products, approached consumers actively in marketing, and joined forces with TV ace programs such as "Where is Dad?". Super brain. Attend the Golden Rooster Film Festival, electric car? Going? Walk the red carpet; Invite Huang Xiaoming to be the brand new spokesperson? A series of measures have greatly enhanced the brand image of Xinri and made consumers truly remember Xinri.

? Enter the fashion world? Niigata 20 15 runs through the whole year, especially in the 24th Golden Rooster and Hundred Flowers Film Festival. Is it a marketing theme? Red carpet show? , won the attention of the majority of stars and the media, for the new day of Miku? Cai Jing? Series products have won enough exposure and support. According to statistics, in just one week, Nini Miku crystal color series products have been released on many mainstream portals such as Sina, Phoenix, Netease and Sohu. , with more than 50 media reports and reposts, more than 6,543.8+million exposures, more than 2,000 comments, more than 654.38+00,000 reposts, and more than 8,000 Baidu related searches alone.

Of course, Nini's steps towards the fashion world are far more than these: at the beginning of 20 15, Nini Miku appeared at the same time with many leading artists in the art circle, entertainment circle, model circle and design circle? 20 14 Netease fashion annual cross-border award? ; 20 15 may, happy camp recording scene, new day turtle king? The elegant19th generation has become the mount of Yang Yang, a fresh meat product that has left the list. The popular director Xu zhēng rode an electric car at night, subverting the traditional naming pattern and successfully entering it? After 80? After 90? Vision; In the same year, Xinri Science and Technology Fashion Center was unveiled and established, becoming the only international professional science and technology fashion manufacturing base in the industry, and invested 20 million yuan to build the strongest fashion product advisory group, with Li Yuntao, an internationally renowned stylist, Liu Lu, a cutting-edge fashion designer from China, and You Tianyi, the queen of the new generation fashion runway, as consultants, injecting fashion and young genes into the products.

Chen Kaiya, spokesman and director of the president's office of Nippon Steel, said that Wu Xiaobo, a financial writer, summed up four major trends in the future business community, one of which is? All consumption will be entertaining? Then, from the perspective of enterprise marketing, we should also conform to this trend. The fashion crossover of New Day is a deduction of practicing marketing and entertainment.

Classic case of marketing promotion: Why not learn two or three squirrels?

Let's review the situation of three squirrels in recent years. Double 1 1? Achievements: RMB 35.62 million in 20 13 years, RMB 20 14 years, RMB 250 million in 20 15 years, which achieved rapid growth every year. Squirrel's eye-catching performance has also made it the research object of various media and experts, such as 2065438+. Double 1 1? The performance of squirrels is listed in an article. Secret? : entertainment marketing, variety marketing, star customer service, golden finger, intelligent logistics, etc. Tall? Guo Guangyu, the chief brand officer of Three Squirrels, disagreed with these analyses. He pointed out that the reason why a small nut can generate such a large amount of energy cannot be simply attributed to this gameplay, but lies in the long-term persistence of the three squirrels in the user experience and the accumulation of a little detail. After the success of the three squirrels, many people are imitating them, such as imitating the cartoon brand image and being used by customer service. Subject? There are also shell bags, wet wipes and walnut clips in the bag. Some people even imitate the short messages of three squirrels, but they don't learn from each other. That's because they only learned skins and didn't understand the core secret of squirrel's success. So, what's the secret behind the sales of three squirrels of 250 million yuan?

Make consumers your promoters.

What is the core concept of brand operation of Three Squirrels? Make consumers your promoters. Why do consumers want to promote your products? Not because you have any interests, but because what you get by interests is not long-lasting. Must be from the heart like and love, that is to give consumers a full sense of participation, fully understand their needs, pay attention to their experience. Guo Guangyu gave an example. In the second year of business, three squirrels suffered a serious crisis of new year's goods and were out of stock. Many consumers scolded three squirrels on social media such as Weibo. At this time, a group of users stood up and explained to these consumers, telling them that the squirrel's products would arrive soon and asking them to wait patiently. These users are the iron powder of three squirrels. They witnessed the birth and growth of squirrels and participated in them. Only if you are good enough to users will users become your promoters. This kind of goodwill is by no means there? Sean Xiao Hui? , but really understand the user and care about the user in every possible way.

Wujie brand

This is another core secret of squirrels. The reason why so many fans are willing to follow three squirrels for so many years is that squirrels can play with them. In Guo Guangyu's words, the three squirrels are not only an agricultural enterprise, but also an animation enterprise. In essence, what they do is actually a pan-entertainment thing. Don't think that selling nuts is an agricultural circle, but be brave enough to break through your own brand boundaries. Only in this way can we constantly open up new ways.

Especially in such an era of entertainment to death, you must be able to play and follow? After 80? After 90? Even? After 00? Play together, a brand should be forward-looking, not only to grasp the current mainstream consumer groups, but also to study the characteristics of the future mainstream population. Only in this way can we remain unbeaten. Some brands are aging quickly and can't play with young people. Such a brand will be eliminated in three to five years.

Besides selling nuts, the three squirrels are also making cartoons, such as The Three Kingdoms, Struggle and Squirrels Cheap. They have their own production team and cooperate with Orpheus Animation to improve their production level. 20 15? Double 1 1? In the promo, the three squirrels also invited the Hollywood production team to do it themselves. In addition, three squirrels also cut into the upstream of the animation industry, making animation movies and children's books. Guo Guangyu explained that children often influence parents' decisions. The three squirrels should not only catch white-collar workers, but also influence future consumers.

In addition, squirrels also set foot in the entertainment circle, 20 15? Double 1 1? Before the show, six stars, Ming Dow, Jianfeng Bao, Vivian, King-Tan Yuen, Tian Liang and Lina Tan, sneaked into the squirrel house and made a guest appearance as a squirrel. From the evening of 12 and 10, some of these stars entered the customer service post to interact with consumers online and answer their questions; In the logistics post, the stars will participate in the work of picking and packaging, and lucky consumers may also receive the autographs of the stars with the package. Each of these stars has a lot of fans. Is it a squirrel this time? Work? Undoubtedly stimulated the nerves of fans and also stimulated consumer demand.

Guo Guangyu revealed that the visits of these stars were actually arranged by a reality show "Hello Rookie" in anhui tv. In addition to variety cooperation, the three squirrels also cooperated with LeTV and cooperated with tourism. FMCG is essentially a pan-group category, so we should not be too limited. We should be brave enough to break through our own boundaries. The demand of consumers changes every year, and the brand has to evolve. Guo Guangyu said that if three squirrels really affect a generation, selling nuts may be just their sideline.

The Constitution of Squirrel: Don't make the owner unhappy!

There is a red document inside the three squirrels, which is similar to the national constitution. Any employee should learn and keep it in mind. Here are a few core items: 1. * * * Commitment, * * Valuable (employees promise to love their jobs and dedication, and enterprises promise to grow together with employees and share benefits); 2. Create the future with both hands; 3. Don't buy peer products; 4. Don't make the host unhappy.

Especially the last one, which is regarded as the core of the core, must be unconditionally implemented from top to bottom, and all performance appraisal is linked to this one. I think the reason why the three squirrels have such a good user experience has a lot to do with their insistence on squirrel physique.

In order to fully understand the needs of users and tap the pain points of users, three squirrels also invented one? User experience management method of full contact point? It is to let employees become consumers themselves, think about each link from the perspective of consumers, disassemble the experience, and then connect each point into a line, asking where their pain points are and where they are uncomfortable.

Build relationships with consumers quickly.

Speaking of this, Guo Guangyu said that in the past two years, Internet thinking has been particularly hot and has been rotten. In fact, the essence of Internet thinking is user thinking, which is the essence of all businesses. Whether you are a traditional industry or an internet company, you must abide by it. This is also the starting point for the three squirrels to establish relationships with consumers. One of the changes brought by the Internet is the change in the relationship with consumers. Through the Internet, brands can have a one-to-one conversation with consumers directly, which makes it possible to meet the individual needs of consumers.

What do three squirrels call consumers? Master? Many people don't understand that this is actually an Internet scene design, which is different from the traditional customer-oriented approach. In the definition of squirrel culture, the relationship with customers is not a buying and selling relationship, but a friend relationship. God is above, turning God into a master and drawing closer to consumers.

In addition, in order to establish a relationship with consumers, squirrels also comprehensively cover consumers' living space by developing some peripheral products, including the above-mentioned animation works, as well as some dolls and household items. It can solve some pain points of users and play a role in awakening and strengthening memory.

Guo Guangyu's understanding of scene marketing is: find an effective scene, use an effective content, interact with the current state of consumers, and then let them act quickly through the mobile phone portal, thus forming the first time and gradually generating dependence, and then the scene will become an incentive. For example, a salesman running around outside, when he returned to the hotel after busy things, had already passed the meal and was hungry. At this time, he just walked into the elevator and saw it? Hungry? The poster of * * * rings in an instant. Then he took out his mobile phone and scanned the QR code. Twenty minutes later, hot food was delivered to the door of the room. From then on, when he is hungry, he will think of it? Hungry? .

Different corporate cultures can bring different combat effectiveness.

The corporate culture of the three squirrels is also unique. Every employee has one? Squirrel? Or? Rats? At the beginning of the flower name, such as Zhang Liaoyuan's name in the enterprise? Papa squirrel? What is Guo Guangyu's flower name? Squirrels are crazy? For customers, they are all called? Master? After a long time, there will be role replacement. Guo Guangyu said that some people call him by his real name but he is not used to it. Inside the squirrel, even the aunt in the factory will shout? Master? This squirrel culture has an invisible influence on employees, which will enhance their collective consciousness and service consciousness.

In addition, as mentioned above, there is one in the articles of association of the squirrel club? * * * With the promise, * * * enjoys the value? This article is to rebuild the trust relationship with employees (most enterprises, employees and enterprises are distrustful or even antagonistic). If employees trust the enterprise and have an equal relationship, they will sincerely serve the master, and the master will become your pusher.

Nowadays, many people learn three squirrels, but learning can't just stay at the level of imitating words and cartoon images. If there is no corresponding corporate culture to match it, it is natural to copy them mechanically. Corporate culture is a long-term training process, and different corporate cultures can bring different combat effectiveness, which is the fundamental reason why you can't learn three squirrels.

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